The TV advertising is having a bad time, but according to the latest report from Magna Global, seems to begin to see light at the end of the tunnel.
This report concludes that the TV market will improve despite the stagnation experienced in the first quarter of 2013 , in which the advance sales of advertising space remained at last year’s levels. However, these findings conflict with the claims that some of the big chains have been made public.
Viacom, for example, reported that the CPM (cost per click) advertising such advance sale was above 20%. Magna arguing explains these potential figures that do not refer to a general increase in demand but to the “low supply due to poor ratings.”
Looking aheadagency predicts that national TV advertising will grow moderately, while local television tend to low . As a result, total revenues for TV advertising in 2013 will be reduced by almost 3% over the previous year but in general, the market supply of TV advertising will grow by 2%.
In this overview, two events are of vital importance to this market: Winter Olympics in Sochi (Russia) and the mid-term elections, it is estimated, will be quite responsible for almost 9% growth expected for sales of television in 2014.
overall economy is also on the mend, although the rate of acceleration is not as fast as expected. “The latest economic forecasts for 2014 may sound like a modest acceleration, but should be sufficient to raise the confidence to the point of changing the perspective of marketers from the optimization mode to mode expansion,” said Vincent Letang , director of global forecasting Magna Global. “For owners of the media, especially the traditional categories of media, this means that there is light at the end of the tunnel,” he concludes.
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